Professional Documents
Culture Documents
Advertising
Advertising
ON
ADVERTISING
Introduction
Major functions:-
Inform:
Entertain: Classic Indian Advertisements\cOCA
cOLA\coca cola.2.mpg
Influence:
Remind:
Reassure:
Add value:
How advertising works?
Gets planned and brought into existence
Reproduced and delivered and exposed to people
Received and assimilated
Affects ideas, intentions and attitudes
Affects buying and buying process
Responds to time (situation and repeated exposure)
Affects trade effort and supply
Affect product consumption
Changes sales and profits
Changes the market (size, quality mix, intensity of competition, trade
relations, consumerism etc.)
Types of advertising
Industrial Advertising
Institutional advertising
Product advertising
Cooperative advertising
Direct and indirect advertising
Retail advertising
Manufacturer’s advertising
Role of advertising
Phillip Kotler refers to the following situations where advertising is
likely to make greater contribution.
When buyers awareness is minimal
When industry sales are rising rather than remaining stable or
declining
When the product has the features normally not observable to the
buyer.Classic Indian Advertisements\TITAN
When the opportunities for product differentiation are strong
When primary instead of secondary motives can be tapped.
Role of advertising-Limitations
According to Richard H. Stansfield advertising can not do the
following:-
Sell a bad product twice
Sell an overpriced or otherwise non competitive product
Sell a poorly distributed product
Sell a seasonal product out of season
sell product to persons having no use for them
Work overnight
Do the selling job alone
Advertising Management
Basic decision areas in advertising are
Setting advertising objectives
Determining advertising budgets
Developing advertisement copy and message
Selecting and scheduling media
Measuring advertising effectiveness
Advertising Campaign : Q & A
Source: Charles Ramond, Advertising Research; The state of the art
To make this decision One must choose a Using
Advertising Objectives:
•Inform-Aware –Create brand knowledge-Reinforce positive attitude-
precipitate buying action-Increase sales-Build up an image
Developing advertising copy
and message
David Ogilvy; ‘what you say is more important than what you
say’
William Bernbach: ‘How you say is as important as what you
say’
Rooser reeves; The Unique Selling proposition (USP)- Three
guide lines for developing USP are : (SONATA AD)
1.The proposition must involve a specific product benefit
2.The proposition must be unique
3.The proposition must sell
Leo Burnett: The common touch or ‘the inherent drama’ (TOI-
Hockey ad)
1.Straightforwardness without being flatfooted
2.Warm without being mawkish
3.Believable
Selecting and scheduling media